Boardwalk set to test local waters again

After suffering through the recession, Maryland-based Boardwalk Fresh Burgers & Fries is returning to Southern California with larger stores, a revamped menu and modern décor.

Andrew Ritchie, who owns the rights to expand the brand in Southern California, opened his first Boardwalk in Orange County last week in Huntington Beach. Earlier this year, he opened a location in Hermosa Beach. They are the only two Boardwalk locations in California.

The 31-year-old chain, which used to have a store in Costa Mesa, is known for fresh-cut, thrice-fried Idaho fries. The lightly salted, skin-on fries are cooked in peanut oil. Customers are encouraged to season them with apple cider vinegar and Old Bay seasoning – an Ocean City, Md., tradition.

The California openings mark a major reboot of the brand, which was forced to close several locations across the country when the economy tanked. Boardwalk was initially founded as a mall-based concept that sold fries based on the spuds found along Ocean City's boardwalk.

Since 2007, the chain has tried to crack the better burger market by adding fresh burgers to its menu. With the economy turning around, Boardwalk plans to grow to 400 restaurants over the next 10 years. Ritchie plans to open 100 of those in California – stretching from Santa Barbara to San Diego.

Ritchie, who lives in Charlottesville, Va., acknowledges that he's entering a competitive market where his biggest rivals will be Five Guys Burgers & Fries, The Habit Burger Grill and In-N-Out Burger.

He's not worried.

“Our fries are better than all of them. Our ingredients are better, and our atmosphere,” Ritchie said during an interview at the Huntington Beach location.

The Surf City store, for example, is decorated with faux plank flooring, to mimic a seaside boardwalk, and photographs of beaches from around the world. The restaurant has an outdoor patio with a fire pit and activities for children. Ritchie is installing a 6-foot chalkboard for kids to doodle on.

“The major differentiator is our fries, and that we appeal to the entire family,” Ritchie said.

Boardwalk is a cross between Five Guys and The Habit. Like Five Guys, Boardwalk uses fresh-cut potatoes that are blanched and fried in peanut oil. Boardwalk also offers a large number of toppings and sauces (free) such as grilled onions, barbecue sauce, honey mustard, ranch and mushrooms.

But while Five Guys menu is limited to burgers, fries and hot dogs, Boardwalk's revamped menu includes a larger assortment of foods, like The Habit's. The menu features veggie and turkey burgers, shakes made with Dreyer's ice cream, Vienna hot dogs, salads, chicken tenders, a grilled chicken breast sandwich, a tuna sandwich and a Philly cheese steak sandwich. Prices range from $4.75 to $8.25 on main entree items.

The Huntington Beach restaurant also plans to add beer and wine – but with a twist. The beer will be served at an icy 29.3 degrees, making it the “coldest beer in Huntington Beach,” said Ritchie, who expects to obtain his beer and wine permit in January.

Ritchie said he's targeting Fullerton, South Orange County, Upland, Sam Dimas, Pacific Beach and San Diego for his next locations. He also wants to open a second burger restaurant in Huntington Beach.

Today, the restaurant is hosting a grand-opening party with live music and giveaways from 5 to 7 p.m. The restaurant is also giving away burgers all day with purchase of fries and drink.

On Friday, Boardwalk is hosting a fundraiser for the Surfrider Foundation. Customers will get a free single burger with the purchase of fries and a drink. A portion of the day's proceeds will go to the foundation. On Sunday, Boardwalk is offering service members and veterans a 20 percent discount.

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